TV personality James May has partnered his James Gin brand with Craftwork UK for on- and off-premise distribution in its domestic market.
The distribution company will handle the full line-up of James Gin expressions, including Asian Parsnip, Asian Parsnip Navy Strength, London Drizzle and the recently launched California Dreamgin’. The deal marks the brand’s aim “to tap into the full potential of the UK market”, according to James Gin CEO Vishal Patel.
Founded in 2021, the gin business is present in around 40 markets, with sales “surpassing GBP1m (US$1.3m) a year currently”. Patel added that the company is “on track to double sales this year”.
Craftwork has bolstered its distribution roster, which already includes Scapegrace from New Zealand, Cockspur Rum, Rebel Bourbon, Babička Wormwood Vodka and Carib Lager.
Patel said: “We may be a small brand right now, but our ambition is huge. We’re determined to become the leading gin in the UK and the US, and our authentic social media strategy, gives us an edge.
“James’ commitment to the brand is clear for everyone to see, from creating new content each week to touring California doing signing events. We hope to replicate our US success in the UK this summer with the help of Craftwork.”
Earlier this month, high-profile chef Marco Pierre White re-launched his namesake gin as a permanent release.
